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In the initial years of the journal "critical perspectives on international business", there was a felt need from the editors to develop a global-international extension of the works that A. Fuat FIRAT, Nikhilesh DHOLAKIA, and Alladi VENKATESH have done on postmodernity, markets, and consumers. In this paper, DHOLAKIA and FIRAT undertake such an international extension of the postmodernity ideas.

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The article has influenced fields such as ethics, design, aesthetics and information technology networks.

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This page is a summary of: Global business beyond modernity, Critical Perspectives on International Business, April 2006, Emerald, DOI: 10.1108/17422040610661316.
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